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Course syllabus - International Sports Marketing

Scope

7.5 credits

Course code

FOA023

Valid from

Autumn semester 2025

Education level

First cycle

Progressive Specialisation

G1F (First cycle, has less than 60 credits in first-cycle course/s as entry requirements)

Main area(s)

Business Administration

Organisation

School of Business, Society and Engineering

Ratified

2025-01-16

Literature lists

Course literature is preliminary up to 8 weeks before course start. Course literature can be valid over several semesters.

Objectives

This course provides a scientifically grounded understanding of strategies in international sports marketing. It examines the effects of sports marketing on diverse stakeholders, emphasizing marketers' responsibility to balance commercial goals with ethical considerations.

Learning outcomes

Upon successful completion, students will:

Knowledge and understanding

  1. Demonstrate knowledge of relationship theory, network theory, and co-opetition theory within international sports marketing, focusing on the relationships of sports clubs with supporters, commercial enterprises, agents, and other clubs.

    Skills and abilities
  2. Be able to use relevant scientific theories as frameworks to analyze and understand the relationships between a club and its stakeholders.

    Evaluation ability and approach
  3. Demonstrate insight into the implications of international sports marketing and critically reflect on the complexity of a sports club's relationships with various types of actors within a globalized and commercialized sports sector.

Course content

The course aims to create an understanding of relationship theory, network theory, and co-opetition theory in the context of international sports marketing. The focus is on how sports clubs interact with various stakeholders, including supporters, commercial enterprises, agents, and other clubs. The course will equip students with the ability to use scientific theories as analytical tools to examine and understand these relationships.

Examination

Home examination, HEM1, 3,5 credits. Grade: Fail (U) or Pass (G). Learning outcome: 1,2 och 3.
Assignment, INL1, 4,0 credits. Grade: Fail (U), Pass (G) or Pass with Distinction (VG). Learning outcome: 1,2 och 3.

A student who has a certificate from MDU regarding disability study support, can request adaptions for the examination. It is the examiner who takes decisions on any adaptions, based on the certificate and other conditions.

Grade

Three-grade scale